Customised digital signage solutions are being used to increase CEWE Color’s presence at German airports and establish direct contact with travellers. To this end, screens are being installed at German airports that focus on the theme of travel and travel memories. To appeal to travellers in a holistic way, digital screens have been installed at the baggage carousels – the place where CEWE is best positioned to attract attention.

The 4K high resolution double-sided screens are mounted in a ultra-narrow totem that show travellers a photo book from their respective flight origin; for example, photos from Spain are shown in the photo book when travellers arrive from Spain. These photos are shown as a completed CEWE photo book which automatically turns its pages. The trigger to the media player is delivered from the Airport Information System and ensures that each photo book is showing the correct creative in real-time. There are presently more than 20 countries of origin at present. A smart solution demonstrating the power of real-time digital signage content creation. The SCALA software platform forms the basis for programming, controlling and monitoring the measures in this project.

The idea for a digital entrance portal of star petrol stations was first conceived in 2016 during an innovation workshop held by the project team in Elmshorn, Germany. pilot Screentime then acted as a close partner in the design, implementation and operations phase of the entrance portal. This included both the design and selection of hardware, software, content management and maintenance of the newly christened ‘star gate’. The construction of the 3.7 mm LED outdoor screen was carried out by InnLights from Wuppertal.

The ultimate aim of the star gate was to offer an optimal user experience and increase cross-selling potential and product sales in the shop. The prototype can be experienced live at the star petrol station in Berlin (Prenzlauer Promenade 72) – an innovation test centre for the star brand.

To promote the launch of Canadian whisky, J.P. Wiser’s, our FMCG client Borco Marken-Import Germany, wanted us to develop an interactive digital POS solution that was engaging and linked both POS and social media channels. The POS promotion was to be designed for temporary use at various supermarket locations. The specially developed interactive POS promotion tool was to be used at 96 different supermarket locations over a period of two years.

The solution involved building a custom-built POS tool with an integrated 42″ touchscreen allowing customers to interact directly with the brand and participate in a fun quiz.

An integrated SIM card and mobile router makes the solution network-independent. Thanks to its design, it can be used as a touring “all-in-one” promotion tool that requires no technical expertise. All that is required is a power connection. The interactive relationship between the POS promoter and the customer increases the time spent at the POS and boosts the willingness to buy. Design, software development, installation and logistics were provided by pilot Screentime over the two-year project.

Pilot Screentime made history together with hella Mineralbrunnen with the first installed transparent industrial-grade transparent refrigerators in Germany. The highly innovative refrigerators with transparent Full HD displays were installed in selected supermarkets in Hamburg and have also been on display at events and promotions since their launch in 2015. The aim of the marketing measure is to present the various water products of hella Mineralbrunnen in an eye-catching way. The transparent screens show the entire hella product range, with a focus on new products, from classic lemonade and flavoured water to spritzers. Product information, campaigns, general eye-catching videos and dynamic content such as the weather appear on the screen at regular intervals. Relevant retail store information such as opening hours can also be displayed on the screen.

A transparent 49″ Full HD screen from LG Electronics is integrated into the refrigerator door of the fridge, which is now an official product that can be bought or rented from pilot Screentime. The LED light concept is a unique design developed over many months, allowing product advertising to be viewed at all times, no matter how full the refrigerator is. The customised video content is distributed and managed via Scala Content Manager, the world’s leading digital signage company. No technician is required for installation. The connection to the Windows-based system is made via a mobile internet connection and can be easily switched to LAN or WiFi if required. For more information regarding the ScreenFridge please visit the dedicated Screenfridge website.

JACK WOLFSKIN

The well-known outdoor equipment retailer Jack Wolfskin wanted to reach a younger generation with an interactive brand experience directly at the point of sale and get them excited about the brand.

pilot Screentime, a specialist full-service provider of digital communication solutions, was commissioned to create the POS communication for the first Jack Wolfskin concept store in the Rhine metropolis and fashion city of Düsseldorf with a very short turnaround deadline.

This initial pilot project was followed by more stores across Europe, including Luxembourg, Salzburg, Utrecht and Warsaw. Further branches were also digitised in Germany, from Wernigerode in the Harz Mountains to Freiburg.

The content and technology are as diverse as the requirements and conditions of the individual stores – from small to large, from own stores to franchise stores, from normal branches to flagship stores.

Special attention was paid to the regular collection changes that are essential in the fashion industry. To this end, a technical concept was implemented using tablets that can be easily and flexibly changed. POE ports (Power Over Ethernet) were integrated throughout the store. They supply the tablets with internet and power via a single cable. There are many more POE ports than tablets, so the tablets can be placed flexibly almost anywhere in the store. This means that the digital product communication can be placed at the Point of Sale which enables high flexibly and adaptability based on each new collection. 

pilot Screentime teamed up with Jack Wolfskin to develop a template-based content process that enables highly efficient and therefore cost-effective product changes with each new collection, without compromising on design, depth of information or animation quality.

A digital campfire and several in-store LED walls are further highlights that create the “On Brand” atmosphere in the store. The so-called ‘campfire’ consists of a screen installation that imitates a stacked campfire.

SMART SCREEN SOLUTIONS FOR PLANETARIUM HAMBURG

In 2017, extensive renovations were completed at the Hamburg Planetarium based in the Hamburg’s central park. As part of this project, the planetarium digitised its visitor communications. Since the initial installation of a digital signage system, with 27 screens, the entire system has been continuously developed and improved.

The hardware installation now comprises more than 40 screens, including three outdoor totems, several interactive screens and e-ink screens. The content is very diverse including a live interface to the Eventim ticket sales platform which shows ticket availability in real time. Another feed to the US space agency NASA provides information about the current positions of the planets and the moon.

An intelligent template enables planetarium staff to quickly and easily promote a wide variety of events. The template responds to input, such as whether the event has not yet premiered. After the premiere, the template automatically switches to promoting the show as a current event.

Other highlights include an interactive room booking tool for scheduling the Pluto SpaceLab space, a wayfinding system that helps visitors find their way around, and access control to the viewing platform, which employees at the ticket office can open or close with a single click via a simple web app if necessary, for example in case of inclement weather. Scheduled, time-controlled opening and closing is also possible.

The customised digital signage system is now an integral part of everyday operations at the Hamburg Planetarium.

THE HAMBURGER SPARKASSE BRANCH 4.0

Starting in 2017, all branches of the Hamburger Sparkasse were updated to make them more modern and digital. As part of this renovation, a new communication strategy was developed to connect the digital with the brick-and-mortar worlds of banking. The aim was to use modern communication concepts to strengthen and promote the digitalisation of the Hamburger Sparkasse while also strengthening local ties with customers.

The standard digital signage setup in a branch consists of three touchpoints: a high-brightness screen in the shop window for external communication, a screen in the ATM area of the branch for communication with customers who are in the branch for a short time, and an interactive, touch-enabled 75″ screen inside the branch. All screens have been integrated into the interior design of the new branch concept and some have been combined with additional technical features such as sound systems and presentation interfaces.

The digital screen solutions developed by pilot Screentime have been integrated into over 100 branches and have been in operation in all branches of Hamburger Sparkasse since 2020.

The system’s content is fully automated and branded to the location or district of the respective branch. Content comes from three different sources and is also automatically compiled into a varied playlist tailored to the specific touchpoint.

Content can be set centrally by the marketing department at Haspa headquarters, by branch employees or generated via live feeds.

pilot Screentime has developed a central content management system for this purpose that is tailored to the individual needs of customers. This system is constantly being further developed and has grown over the years. It presently incorporates the every-growing Event Calendar.

HASPA EVENT CALENDAR: DIGITAL EVENTS AND POI NETWORK

In 2018, Pilot Screentime launched an event calendar for Hamburger Sparkasse. At www.haspa-veranstaltungen.de, customers can view, filter and register events at all Haspa branches. At the same time, the content management system was expanded to include functions that allow Haspa employees to organise their own online or in-person events, as well as events in the neighbourhood (e.g. by partners). In addition, Haspa’s central marketing department can create large-scale online seminars (such as lecture series or panel discussions).

An intuitive input mask allows event formats to be created, organised, advertised and tracked. With just a few clicks, events can be advertised on branch screens, the event website and on social media. Employees can also handle all participant management in the system, including invitations, reminders, participant limits, name tag creation and subsequent evaluation of the event – whether by participants or employees.

Successful event formats can also be used as templates for other branches, making it even easier to organise successful events. The classic digital signage system is also integrated into the event management process. The striking 75-inch touchscreen at the heart of the branch becomes a presentation area, gaming device or atmospheric sound control.